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It’s time to stop relying on outdated stigmas and missing the mark with Latine communities — eg. assuming we only consume Latine-centric content like telenovelas or music from Bad Bunny.? ???? We know our mainstream buying power, and so should everyone else. For instance – did you know that Latines account for 24% of all movie ticket sales, the highest of any group ???? So why are brands still struggling to connect with us? Our editor in chief Thatiana Diaz shares what marketers need to connect with Latine communities: ?? Don’t talk at us, talk to us – Too often, content feels like a lesson on our own identities, wrapped in forced Spanglish or cultural clichés. Let Latine collaborators and writers lead the conversation instead. ?? We’re more than just our Latinidad – Yes, our culture is a big part of who we are, but brands need to understand that we aren’t confined to one box—we are general market consumers who engage with content and products beyond our heritage. ?? Commit long term – Brands often expect instant results after a single campaign then pull back when results aren’t delivered overnight. Building real trust with Latine communities takes long-term commitment, and we notice when you’re only checking a box. If brands want to build a real relationship with Latine audiences, you have to understand us first.? ?? That means investing beyond a one-off effort and committing long-term, whether that’s through content, campaigns or representation. Read more from Thatiana and stay tuned as we continue our #HispanicHeritageMonth Voice series with ADWEEK ???? https://bit.ly/4dIJai7

Who’s ready for Advertising Week New York 2024?? ?? If you’re looking to dive deeper into multicultural audiences and the future of inclusive marketing, here’s where you’ll find us on stage ??? ?? “Politics in Focus: Meeting Diverse Voters Where They Are” Panel with The Female Quotient, Impremedia's Jesus Garcia and our Head of Political Junelle Cavero Harnal ?? 10/9 @ 10:00AM - 10:30AM EST ?? 100 W 33rd Street (Sub Level -1), New York, NY “More Than Skin Deep: How SEPHORA is Catalyzing a More Inclusive Beauty Industry “ Panel at Advertising Week NY with REMEZCLA Editor in Chief Thatiana Diaz and our EVP of Commercial Strategy Alexandra Kennedy? ?? 10/9 @ 11:30AM - 12:00PM EST ?? THE PENN DISTRICT, located at 100 W. 33rd St. “Why Women Lead” Panel with The Female Quotient and Remezcla Media Group’s VP of Hispanic Strategy Sonia Riojas? ??? 10/9 @ 12:30PM - 1:00PM EST ?? 100 W 33rd Street (Sub Level -1), New York, NY Join us as we explore the nuances of multicultural communities and connect with the incredible leaders who are driving change in the advertising and marketing space. From voter engagement strategies, to the evolution of beauty standards and female leadership, you don’t want to miss out on these #AWNewYork24 panels! Will you be attending?? Let us know in the comments ??

??New role alert! ?? Thatiana Diaz is taking on a dual role as Editor-in-Chief at HipLatina.com! With a clear vision to propel HipLatina into a new era, Thatiana is on a mission to amplify the voices of the Latine community like never before. She’ll be working to elevate the company as the leading voice for Latinas and their allies, both locally and globally. ?????? As a part of Remezcla Media Group’s latest initiative, HipLatina is gearing up for a dynamic transformation with a full website redesign and new strategy focused on social and video??-– all to better serve and connect with the Latine community under Thatiana’s leadership. ?? “I'm thrilled to continue my journey of empowering Latine brands and voices within the media. From launching People Chica at People Magazine in 2017 to Somos, Refinery29's Latinx sub-brand, in 2020, and now leading REMEZCLA and HipLatina.com, I'm passionate about ensuring that Latine media brands not only survive but thrive and expand. The future of HipLatina is so exciting because it represents the next step in this ongoing mission to amplify and elevate our community's stories.” Check out the full announcement below, and join us in celebrating Thatiana and this new incredible chapter ahead! ?? https://prn.to/3N9H8fQ

Hispanic voters are expected to critically swing the 2024 U.S. Presidential Election — but political campaigns targeting diverse voters are still falling short. ?? Our Head of Political Junelle Cavero Harnal shared her thoughts on this predicament, and the do’s and don’ts to sway Hispanic voters this Fall, with Campaign US ?? https://bit.ly/3zLgh6R What boxes should political parties and campaigns be checking (or not) as they target Hispanic voters for current and future elections? ??????? ? Avoid voter archetypes – placing diverse voters into long-outdated stereotypes sets back advertising and? reinforces a lack of understanding of these communities. ? General market approaches won’t cut it – understand and acknowledge the cultural nuances and differences of voters you are trying to target, Hispanic voters are not a monolith. ? Lead with robust voter insights – being informed and educated can lead to better budget spend and more successful campaigns. As Hispanic voters get ready to cast their ballots, it’s not too late to implement a research-led, culturally-relevant strategy. Check out the full piece below to find out how ?? https://bit.ly/3zLgh6R

If you're struggling to connect with Latine audiences, you might just need a fresh perspective—or local vocabulary. The various terms of Spanish slang highlight the resilience and importance of local language! ?? Take “popcorn,” for instance — while it’s always “popcorn” in English, in Spanish it could be “palomitas,” “rosetas de maíz,” or “cotufas” depending on where you’re from…? In the latest op-ed for our #HispanicHeritageMonth Voices series with ADWEEK, our creative director Daniel Gonzalez dives into how marketers and creatives can use slang as the bridge to really resonate with Latine audiences ( ??https://bit.ly/4gyV9kX) His top tips? ? There isn’t one standard language model that will give the work a universal appeal, so cast people who reflect the culture of the audience you want to reach! ? Write scripts that pay homage to the Latine communities that are reflected in the target audience. This plants a tiny seed for everyone to catch something that speaks to them directly. ? Trust the instinct to connect with your fans 1:1 — You don’t need to fully understand every individual fan (or dance with them), to lean into their diversity and nuance. What’s your favorite Spanish slang? Let us know in the comments below, and don’t forget to check back for next week’s op-ed on Latine creator representation ?? https://bit.ly/3MQpzRV

If you're considering scaling back on DEI efforts, it’s time to think twice. We’ve been seeing big brands cutting DEI roles and distancing themselves from advocacy groups, all in the name of budget cuts. But here’s the reality: this will seriously hurt them in the long run. Our chief people officer Marchelle J. Wright believes that a lack of inclusion and diversity in a company goes beyond brand reputation and sales figures—it directly impacts workplace culture and employees. ?? “The pullback on DEI efforts could impact talent retention as well as a brand’s fight for top talent,” she shared, “as employees see a correlation between a company’s DEI pullback and its internal culture.” The people in today’s modern workforce value inclusion and representation, and want to feel welcome and valued at their job. When brands scale back on these initiatives, it sends a message to both employees and consumers that these values aren’t a priority. Don’t let budget cuts compromise the very culture that drives your business forward. ?? Check out the full story from Kristina Monllos and other industry experts on the DEI retreat in Digiday ?? https://bit.ly/3MDkkVP

Love to see this! Such an incredible partnership ??

Only 61 days until the U.S. Presidential Election Day! ???? This important election is on the horizon and Impremedia is helping empower and educate Hispanic voters through Tu Voto, Tu Futuro (www.tuvototufuturo.com)! An estimated 36.2 million Hispanics are eligible to vote this year and your vote matters! As a dual language resource, Tu Voto, Tu Futuro aims to: ? Increase voter registration and turnout ?? Provide Hispanic voters with accessible and reliable election information (with the help of an AI-powered conversational bot) ?? Empower the Hispanic community to participate in the democratic process You can access additional resources and information from our news publications: El Diario NY, La Raza and La Opinión. Now more than ever, Hispanic voters’ voices must be heard – Tu Voto, Tu Futuro! ??? Read more here ?? https://prn.to/3TgITvj

As the 2024 U.S. election season heats up, political ad spending has surged 35% over 2020. ??Why is the voting race pricier than ever?? Our Head of Political, Junelle Cavero Harnal, is predicting a major shift in how campaigns target Hispanic voters, with a strong emphasis on digital platforms—including CTV. ?? ??“There’s been a shift in investment into digital in the last three presidential election cycles. There’s tremendous growth,” Junelle shared. As ad tech firms continue to develop tools that allow campaigns to geo-target voters by political districts, Junelle notes that “unlike the last presidential cycle, you will have statewide and local campaigns be more invested into digital.” Curious about what’s next in the election cycle? Stay tuned for our upcoming Political research and insights —coming soon ?? Big thanks to Sam Bradley and Kayleigh Barber for the feature in Digiday! ?? https://bit.ly/4fPppb0

Have you voted yet? ??? Help us get these important conversations on stage at #SXSW2025! ???? ? Empowering Portrayals: Latina Visibility in Media with our Chief Strategy Officer, Edgar Hernandez, REMEZCLA EIC Thatiana Diaz, and Sr. Director of Brand Management Jennie Chávez ?? https://bit.ly/4du2for ? Redefining Markets with Niche Audience Product Launches with GM of B Code Damian Benders and?Martin Ekechukwu, Chief Strategy Officer at A-Frame Brands ?? https://bit.ly/4chyl5Z ? Peacocking: Black Representation in Luxury Brand Culture with our Senior Manager Consumer Insights Melissa Hansberry and BAV Group Managing Director, Strategy & Insights Brian Owens ?? https://bit.ly/4deXP56 ? Roadmap to Equity for Black Creators with our GM of Creative and Branded Content Victoria Jordan and APT-122 Founder and Chief Experience Producer, Tachand Dubuisson ?? https://bit.ly/3YG7ahI Your vote is your voice! Help tell SXSW that you want to see multicultural & diverse voices, audiences, and a future for media where everyone is authentically represented, on the schedule. Cast your vote before August 18th, and like ?? comment ?? or reshare ??this post ?to help us spread the word! ??